We brought an unexpected AR dance-off to the Grammys, challenging guests to compete against Childish Gambino’s Playmoji. The experience showcased Google Pixel’s innovation while creating a memorable, shareable moment.
We were asked to create an immersive, high-energy Grammys activation that transformed Google Pixel’s AR capabilities into a culturally relevant, shareable experience while positioning the brand as playful, innovative, and entertainment-driven.
The challenge was creating an experience that could stand out within the fast-paced, celebrity-heavy environment of the Grammys while keeping the interaction simple, immediate, and compelling enough for guests to naturally participate and share.
I approached the brief by identifying the balance between spectacle and interaction, shaping an experience that felt culturally tied to the Grammys while making Google Pixel’s AR technology intuitive, social, and instantly rewarding.
I approached the form by translating the energy of music, movement, and AR technology into architecture, using sharp illuminated lines, mirrored surfaces, and a tunnel-like composition to create a futuristic stage that naturally pulled guests into the experience.
I approached the experience by using Google Pixel 4’s AR and motion-tracking capabilities as the foundation, transforming invisible technology into a playful, real-time interaction that felt effortless, social, and visually magnetic.
Guests naturally stepped into the activation to compete, dance, and react in real time against the AR experience, turning the booth into a playful social moment that encouraged participation, spectatorship, and instant content sharing.
The experience made guests feel energized, playful, and immersed, creating a sense of spontaneity and excitement while allowing them to momentarily step into a futuristic, performance-driven world.
400,000 live and social impressions. 90% of guests claimed themselves “Pixel 4 advocates” in a post survey.
